I Can Hear You: Avelon

There are so many wonderfully talented designers in the fashion world struggling to be heard above all the loud noise…The din of High Street giants and the great established design houses. Well, I’m making it my mission to listen and right now design label Avelon’s ears should be burning.

Avelon was discovered by Domenico and Dolce and Stefano Gabbana (I can’t take all the credit this time) and is stocked in their Milan boutique, Spiga 2. Don’t pout your bottom lip like that, for it is stocked here in London too. You’ll find it in Browns, the Shop at Bluebird and Opening Ceremony.

The master behind the design, Erik Frenken joined Avelon in 2008 and has since been working on developing both the women’s and men’s collections. With a rather impressive CV, Erik has also sprinkled his creative glitter on the very lovely likes of Alberta Ferretti’s atelier as well as Viktor and Rolf where he held the prestigious position of Head Women’s wear Designer.

Avelon is a clever mix of strong clear design direction and trademark refined detailing. Playing a tactical game with proportion and shape it is definitely ticking all of my apparel boxes. Set at an affordable price point Avelon is nestling nicely into the luxurious but not exclusive bosom. Recently spotted on our very own Notion Magazine sweetheart Jessie J, It seems I’m not the only fan. Ok Avelon, we are sitting up, listening and admiring you.

-Kathryn Duncan

All images can be found at Avelon